I had the honor and pleasure to present to the Seattle Analytics Meetup. I shared ideas on measure B2B revenue pipeline health and the basics of two attribution models - multi-touch attribution and channel/content attribution.

1. MEASURING B2B REVENUE PIPELINE
MULTI-TOUCH & CHANNEL
ATTRIBUTION
Brian Hansford
Heinz Marketing

2. WHO IS BH?
CONNECT WITH ME ON LINKEDIN
Heinz Marketing for 5 years - VP of Client Services &
Marketing Tech Practice
Modern Marketing learner and enthusiast
Originally from Colorado & a proud CU alum
#ShoulderToShoulder
PacNW is home since 1991. Beautiful wife, two awesome
sons, gregarious chocolate lab
My first real job was an inside sale rep for a Windows
software developer (pre-Web)
Career spans across enterprise tech, mid-market, start-ups
Love how Seattle is a big city and a small town

3. CONTENT AGENDA
• Measuring what Matters in Modern Marketing – Beer and Opps
• CMO Challenges
• Your CEO doesn’t give a crap about vanity metrics
• Revenue – where it comes from
• Full Funnel Marketing
• Multi-Touch Attribution Model
• Channel Attribution Model
• Recommendations

4. YOU CAN’T BUY BEER WITH MARKETING
QUALIFIED LEADS

5. YOU’RE DOING (AND PERCEIVING) B2B MARKETING WRONG
IF….

6. STARTING POINT:
ANSWER THE RIGHT QUESTIONS
• How much revenue did this campaign generate?
• How many opportunities were sourced by marketing?
• What revenue influence did campaigns have?
• What are the top performing campaigns?
• What is your campaign ROI?
• How many new customers did this campaign create?
• If we adjust budget, how will that impact revenue?

7. CMO’S MUST SHOW BUSINESS IMPACT
Via the CMO Council
• 2016 saw record CMO job loss
• #1 Reason: CMO’s unable to
show business impact
• Critical: Financial impact
analytics
“…there’s nothing more
necessary to CMO success
and longevity than having
the proof of how
marketing is driving the
business forward in a
multiplicity of unique and
powerful ways…”

8. PRO TIP: YOU WANT (AND NEED)
C-LEVEL CREDIBILITY
Use vanity metrics in the right context and audienceImpact
Remember: Marketing is the most strategic function in any companyLeadership
Rise up – think strategically with financial regimenCredibility

9. TRIGGER WARNING
Single campaigns rarely source NEW LEADS
that convert to OPPORTUNITIES and
SALES WON without additional campaigns

10. Suspects
Inquiries
MQL
SAL
Opportunity
$
Customer
LEGACY B2B DEMAND GEN
Where B2B
Marketers often end
their metrics – at MQL.
SALES
MARKETING

11. Suspects
Inquiries
MQL
SAL
Opportunity
$
Customer
MISSING ATTRIBUTES FOR REVENUE
INFLUENCE
Single Source Problems:
1. Single event
2. Miss multi-touch
3. Budget/Cost
4. Campaign
5. Timeframes

12. Suspects
Inquiries
MQL
SAL
Opportunity
$
Customer
THINK FULL FUNNEL MARKETING
REALITY
People engage multiple times through
mixed channels with mixed content
over their entire selection
journey.
AND…!
Multiple people within companies engage!
AND…!
Full Funnel Marketing includes Marketing and
Sales aligned with shared goals!

13. IMPORTANT ATTRIBUTION DATA
• Lead Source – Original
• Lead Source – Most Recent
• Online and Offline Channels
• Conversion Stages
• Campaigns
• Content
• Budget
• Costs
• Opportunities and
Stages
• Revenue
• Timeframe – Inquiry to
Close

14. ATTRIBUTION CREDIT WEIGHING EXAMPLE
Stage Name First Lead
Creation
Lead
Nurture
Driving Driving
Revenue
Machine
Learning
Custom
First Touch 100% 0% 40% 30% 22.5% 27.54% 20%
Lead
Creation
0% 100% 40% 30% 22.5% 27.54% 20%
Opportunity
Creation
0% 0% 0% 30% 22.5% 19.48% 20%
Closed
(Lost,Won)
0% 0% 0% 0% 22.5% 15.45% 20%
Middle
Touches
0% 0% 20% 10% 10% 10% 20%

15. ATTRIBUTION CREDIT WEIGHING EXAMPLE
WITH $100,000 SALE AND 10 TOUCHPOINTS
Stage Name First Lead
Creation
Lead
Nurture
Driving Driving
Revenue
Machine
Learning*
Custom
First Touch 100% 0% 40% 30% 22.5% 27.54% 20%
$100,000 $40,000 $30,000 $22,500 $27,540 $20,000
Lead
Conversion
0% 100% 40% 30% 22.5% 27.54% 20%
$100,000 $40,000 $30,000 $22,500 $27,540 $20,000
Opportunity
Creation
0% 0% 0% 30% 22.5% 19.48% 20%
$30,000 $22,500 $19,480 $20,000
Closed
(Lost,Won)
0% 0% 0% 0% 22.5% 15.45% 20%
$22,500 $15,450 $20,000
Middle
Touches
0% 0% 20% 10% 10% 10.01% 20%
$20,000 $10,000 $10,000 $10,010 $20,000

16. WHAT ARE CAMPAIGNS MADE OF?
CONTENT
&
CHANNELS!

17. CHANNEL
PROJECTE
D ROI
CLOSED
ROI LEAD COUNT
COST PER
OPPORTUNI
TY
COST PER
LEAD
COST PER
DEAL
OPPORTUNIT
Y COUNT
DEAL
COUNT
PROJECTED
REVENUE REVENUE
PIPELINE
REVENUE COST
Direct 0 0 297 0 0 0 2.88 0.45
$
7,507
$
132.75
$
12,987
$
-
Organic
Search 0 0.00 205 0 0 0 0.95 0.50
$
147.50
$
147.50
$
-
$
-
Social 0 0.00 256 0 0 0 0.25 0
$
-
$
-
$
-
$
-
(Other)
Content
1037.32
x 83.87 X 12,914 3.00 0.01 8.11 28.46 10.52
$
88,515
$
7,157
$
111,870
$
85.33
Email 0 0 18 0 0 0 0.00 0
$
-
$
-
$
-
$
-
Events 8.44 X 3.61 X 343
$
263.61
$
14.58
$
398.94 18.97 12.53
$
42,224
$
18,052
$
27,392
$
5,000
Referral 0 0 1 0 0 0 1.50 1.00
$
12,908
$
7,500
$
6,250
$
-

18. RECOMMENDATIONS
• Strategic thinking and engagement
• Be accountable to revenue
• Financial regimen – partner with your finance exec
• Revenue metrics matter the most
• Identify the right attributes for your business
• Use the right technology – Marketing Performance Management
• Continual learning

19. THANK YOU
Brian Hansford – Heinz Marketing
VP Client Services
brian@heinzmarketing.com
LinkedIn: www.linkedin.com/in/brianhansford/
Twitter: @RemarkMarketing
www.HeinzMarketing.com/blog
Marketing Kranks Podcast on SoundCloud and iTunes